IDM Award in Marketing - Online

Online, entry-level marketing course designed to develop an understanding of best-practice marketing fundamentals



£594 inc VAT
Payment options

£495 + VAT per delegate for Online study

Invoice and credit card.

Study method
Online, self-paced
20 Hours
Access to content
6 Months
No formal qualification
35 CPD hours / points
Additional info
  • Exam(s) / assessment(s) is included in price

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If you are new to marketing, or looking to strengthen your understanding of best-practice marketing fundamentals, this course is for you.

During your Award in Marketing, you will learn to:

  • Discover the importance of putting your customer at the heart of everything you do
  • Gain a strong understanding of the marketing channels available, both offline and digital
  • Learn how to combine your channels to maximise campaign effectiveness.
  • Ensure your campaigns are delivered on time, and on budget
  • Understand the importance of branding and creative
  • Explore how data can optimise your marketing activities, campaign after campaign


35 CPD hours / points
Accredited by The IDM


Lesson 1: The core principles of marketing

  • The fundamentals of good marketing
  • How to use the 4 p's framework
  • How to ensure your company is customer centric

Lesson 2: Delivering a CRM programme

  • What is customer relationship management?
  • How can you identify different types of customer and their needs?
  • How to deliver an effective CRM programme

Lesson 3: The power of cross-channel marketing

  • Learn what the multiplier effect is
  • How and why it works
  • How to plan and execute it effectively

Lesson 4: Choosing your online channels

  • What are the main digital marketing channels?
  • Understand the importance of online marketing
  • Why and when do we need to use online marketing channels

Lesson 5: Choosing your offline channels

  • What the main traditional marketing channels are
  • Understand the importance of traditional marketing channels
  • Why and when do we need to use traditional marketing channels

Lesson 6: Managing your creative assets

  • What are the creative elements of a marketing communication
  • How you should approach them
  • Great examples of award-winning creative

Lesson 7: An introduction to consumer data

  • What customer data is
  • Why customer data is so important to the success of a business
  • How to use customer data to make your marketing more effective

Lesson 8: How to segment your customer database

  • What customer segmentation is and how it is useful for shaping your communications
  • What the different types of segmentation are
  • How to use your data to influence channel selection

Lesson 9: The fundamentals of communications planning

  • What communications planning is
  • The common primary objectives and supporting targets for campaigns
  • How to develop the appropriate strategy that can be turned into an actionable set of results

Lesson 10: Putting personas into action

  • How personas will help you create more effective marketing communications
  • How to select the right communications channels to suit your audience
  • How to develop creative that will appeal to your audience

Lesson 11: How to write a brief and what to include

  • The importance of a good brief
  • How to write a good brief and what to include in it
  • How to manage agencies

Lesson 12: Testing your marketing activities

  • Why testing is so important in marketing
  • The key areas to test across your marketing activity
  • Things to consider when implementing your testing plan

Lesson 13: Discovering and using campaign insights

  • Why and how to analyse your marketing campaigns
  • Where analysis and insights should sit in your campaign planning process
  • How to develop and use your insights

Lesson 14: Basic marketing maths

  • The importance of maths in marketing
  • How to calculate a range of metrics
  • How to use metrics to optimise your marketing campaigns

Who is this course for?

This is a practical course which is designed to take you on a step by step journey, to develop your understanding of marketing, the importance of putting the customer at the heart of what you do, with the use of data and developing an understanding of the different ways to communicate with your audience.

At each stage of the strategy you will see practical applications to deepen your understanding and demonstrate how to go about it.

You will be provided with practical templates to take back to your office and share amongst colleagues. We teach marketers how to improve their processes and planning activity through real life applications, processes and templates

  • This course is designed for the following people
    • You want to start a career in marketing OR
    • You are have already started working in marketing but have you have no training or qualifications
    • You want to be an effective Marketing Executive:
      • Create successful campaigns
      • Understand your audience
      • Know how to deliver a campaign on time and on budget
  • Assumed knowledge
    • This course assumes that you are working in a marketing environment
      • You do not need to have any specialist marketing knowledge
      • You may already have been involved in delivering some marketing campaigns

Questions and answers


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What does study method mean?

Study method describes the format in which the course will be delivered. At courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

What are CPD hours/points?

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on, many of which can be completed online.

What is a ‘regulated qualification’?

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

What is an ‘endorsed’ course?

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body’s logo if they wish. Certain awarding bodies - such as ABC Awards and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.


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